Gender Differences in the Processing of Reference Price Information
Despite widespread use of gender-based segmentation strategies, there have been few examinations of gender differences in price processing. In three studies, we show that external reference prices in an ad have a greater impact on women than men in terms of attention, processing effort, deal evaluation, and price recall accuracy.
Citation:
Rajiv Vaidyanathan and Praveen Aggarwal (2012) ,"Gender Differences in the Processing of Reference Price Information", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 382-383.
Authors
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Praveen Aggarwal, University of Minnesota Duluth, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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